Generation N and beyond


Native advertising inherently makes sense to me because of its potential for spread and recall over clickthroughs and the more murky pageviews of banners and buttons; 77% of display ads are apparently never seen, especially those below the fold. If native ads allow marketers to reach out to their audiences in meaningful ways that go beyond the standard ‘I’m here, look at me’ then that should be a fairly strong reason in itself to be adopted, or at least considered very strongly. Think of native advertising as being closer to ‘product as marketing’, which crucially implies a bigger customer focus, over the traditional, more brand-focussed ‘messaging as marketing’ model that we’re seeing slowly wither away.

I noted down some thoughts about the rise of native advertising and the consequent fall of display in the months to come for the company blog.

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